A percentage playbook for the creative team. The floor points to ~150 net-new ads in July — but the number that matters is the mix: what share of output goes to which persona, moment, and format. Hold the proportions and the volume takes care of itself.
150 is a floor, not a ceiling — we expect to exceed it. Recent launches are ramping fast (May 51, June 90+), so 150 is the cadence we're building toward. Every target below is a % of total output — whatever volume the shop ships, hold these proportions.
July sits on a durable evergreen base, layers in the calendar's dated sales, and — new this month — carves out real budget to discover the next persona. We build only two kinds of creative: Moments (tied to a dated offer) and Evergreen (always-on by persona). Here's how the output should split.
Fund net-new audiences — 18% of output to six test lanes. The model shouldn't only say "do more of what works." This month ~27 ads go to untapped personas (Runners, Joint-Safe, AMP/Gamified, Quiet/Apartment, Skill/Trick, Travelers) to find the next scalable lane. We fund it by trimming the over-concentrated Broad buyer (35% of spend at a below-blend 2.75 ROAS) and pairing it with the proven lean-ins — Busy Parents (4.28), Beginners (3.96) — plus the calendar's real moments. Moments stay capped at 25% so the account never becomes promo-dependent.
The first decision on any brief. A Moment ad is built for a dated offer window and retired when it closes — offer-forward, disposable. An Evergreen ad runs always-on against a persona's durable pain. The split below is the target proportion of total output.
If a brief can't name the dated offer it's for, it's Evergreen — and it should lead with a persona pain, not a discount. The calendar's sale beats make promo creative tempting, but an account that lives on offer creative collapses when the sale ends. Keep the evergreen base at ~75% — and reserve part of it for the test lanes.
Pulled straight from Crossrope's July marketing calendar, using its own labels. Each moment's share of the ~38 moment ads is weighted to revenue importance — Summer Sale and Up to XX% Off Deals are the two anchor sales. img / vid is the production feel within each window.
| Moment · what's in it | % of moments | IMG / VID |
|---|---|---|
| 1Summer SaleFLAGSHIPJul 3-6. The flagship early-month sale: Summer Sale (Jul 3), then the Last Call sequence (Jul 5-6) incl. a text last call. Offer-first + urgency. | 32%≈12 ADS | 4 / 8 |
| 2Independence DayJul 4. The July 4 holiday beat that runs inside the Summer Sale window — red-white-blue 'free your workout' framing. | 13%≈5 ADS | 1 / 4 |
| 3Up to XX% Off DealsJul 21-27. The big late-month sale: Up to XX% Off Deals (Jul 21-26) + Last Call (Jul 27, email + text). Deepest discount window. | 34%≈13 ADS | 6 / 7 |
| 4Most Popular Get Lean SetJul 29. A SKU-spotlight push on the best-selling Get Lean Set (SMS Jul 29). Product-forward, not a sitewide discount. | 11%≈4 ADS | 1 / 3 |
| 5Ropeless AMP Vibe (LE) / AMP EducationJul 15 & 30. The AMP product beats: Ropeless AMP Vibe limited-edition (Jul 15) + AMP Education (Jul 30). Product + education creative. | 10%≈4 ADS | 1 / 3 |
| Σ All Moments | 100% ≈38 ADS | 13 / 25 |
Two anchor sales, front-loaded. The Summer Sale kit (offer banner + Last Call statics + urgency UGC, incl. the Independence Day cut) must be live by Jul 1. The Up to XX% Off Deals banners — the deepest discount window — are due by Jul 18 for the Jul 21 launch. The Get Lean Set SKU push (Jul 29) and the Ropeless AMP (LE) / AMP Education beats are smaller, product-forward, and reuse evergreen with an offer/education hook. Offer-first banners reskin fast — build 2-3 reusable hero templates. (Content beats — Casting Call, Myth-busting, UGC Email, RTTF giveaway — feed evergreen + test-lane creative, not the moment bucket.)
The headline number is the share of total output each persona should get. The list is grouped: proven core (57%, rose) we know works, net-new test lanes (18%, chartreuse) to reach fresh audiences, and calendar moments (25%, chartreuse). Counts at the 150 floor are shown small — scale to your actual volume. Chartreuse = test & moment lanes.
| Persona | % of output | Share | # at 150 |
|---|---|---|---|
| Transformation SeekersHOLD | 13% | 20 ads | |
| Busy Parents & ProsLEAN IN | 11% | 16 ads | |
| Home ExercisersHOLD | 10% | 15 ads | |
| Beginners & Cardio HatersLEAN IN | 10% | 15 ads | |
| Active Agers 50+LEAN IN | 9% | 13 ads | |
| Fitness EnthusiastsNORMALIZE | 4% | 6 ads | |
| Runners / EnduranceTEST | 4% | 6 ads | |
| Injury Recovery / Joint-SafeTEST | 3% | 5 ads | |
| AMP App / GamifiedTEST | 3% | 5 ads | |
| Quiet / Apartment JumpersTEST | 3% | 4 ads | |
| Skill / Trick LearnersTEST | 3% | 4 ads | |
| Business TravelersTEST | 2% | 3 ads | |
| Deal / Offer SeekersMOMENT | 20% | 30 ads | |
| Product / AMP MomentsMOMENT | 5% | 8 ads | |
| Total | 100% | 150 · 150 floor |
Each % is anchored to Motion performance, demographic signal, a brand-strategy persona, or a deliberate test. This is the brief-level "why" for the creative team and vendors.
The evergreen engine — weight-loss, belly-fat and before/after stories. Motion: Transformation Seekers 11% of spend @ 3.44 ROAS, and 'Weight Loss & Fat Burn' is the #1 messaging theme (23% of spend). Before-and-after is the single biggest visual format. Hold the volume, raise the hook bar.
Highest-ROAS persona in the account — Busy Parents 4.28 ROAS, plus busy professionals and the time-starved. Convenience & portability (no time, workout anywhere). Under-produced vs how efficiently it converts. Over-supply it.
The durable #1 audience by spend after Broad — at-home, small-space, quiet, no-gym convenience. Motion: 13.5% of spend @ 3.39 ROAS. Demo + testimonial UGC is the backbone. The workhorse that funds the account between sales.
High-ROAS, under-spent pocket — Beginners 3.96 ROAS @ 8% spend, plus cardio-haters, skeptics and exercisers in a rut. 'Suck at jumping → here's how' and 'dread-free cardio' are proven winners. Lean in with How-To + relatability.
The demographic the data is begging us to build for: women 55-64 are a top-efficiency segment (3.54 ROAS) and 65+ women convert at 3.38, yet 50+ audience tags get <5% of spend. Bone density, joint-friendly low-impact, stay-active. Keep claims structure/function ('supports bone density').
Performance lane — serious jumpers and weighted-rope athletes (footwork, agility, full-body strength). Motion 3.39 ROAS at modest spend. Keep a steady bench; the app/gamified angle now lives in its own test lane below.
Net-new: runners using the rope as warm-up + footwork to drop 3K times and protect joints on off-days. 'Improve Athleticism' theme is barely funded, and the Jul 7 RTTF (Run To The Finish) giveaway gives us a built-in launch hook.
Net-new: knee/joint-concern exercisers and post-injury returners seeking low-impact cardio they can sustain. Strong demo overlap with 50+. Structure/function only — 'low-impact,' never a medical claim.
Net-new product lane: data-driven jumpers motivated by stat-tracking, streaks and 3,000+ guided workouts. 'Gamified Fitness' is fresh and ownable, and the calendar already seeds it (Ropeless AMP Vibe Jul 15, AMP Education Jul 30).
Net-new: renters worried about low ceilings and downstairs neighbors — ropeless + light-rope, quiet, small-footprint. A specific objection-handler the calendar's Ropeless beats support.
Net-new: aspirational jumpers chasing double-unders, crossovers and tricks. High engagement and 'Learn A Skill' converts at 3.74 — the strongest theme ROAS we're under-funding.
Net-new: frequent flyers who need a hotel-room workout that packs into a carry-on. Convenience + portability at its purest; a clean wedge into a new audience.
The promo lane for the calendar's % off windows — Summer Sale (Jul 3-6), Independence Day (Jul 4) and Up to XX% Off Deals (Jul 21-27). Offer-first banners + last-call urgency UGC. Promo creative outperforms (3.82 vs 3.09) but is disposable — retire at window close.
The dated product pushes from the calendar: Most Popular Get Lean Set (Jul 29) and the Ropeless AMP Vibe (LE) / AMP Education beats (Jul 15 & 30). SKU-spotlight + product-education creative, not a sitewide discount.
These are the net-new audiences now carrying 18% of July output (~27 ads) in View 1 — drawn from Motion's under-built audience tags + public review themes. Each is here to reach a fresh audience and find the next scalable persona. Voices shown are representative of review themes, not verbatim; keep brand claims structure/function.
Runners using the rope as warm-up + footwork to drop 3K times and protect joints on off-days. 'Improve Athleticism' theme is barely funded.
Representative voice: “It's the best warm-up I've found and my cadence improved.”
Renters worried about low ceilings and downstairs neighbors — ropeless + light-rope, quiet, small-footprint workouts.
Representative voice: “Low ceilings and thin walls — ropeless mode is perfect.”
Knee/joint-concern exercisers and post-injury returners seeking low-impact cardio they can actually sustain.
Representative voice: “Low-impact enough for my knees, finally cardio I can keep.”
Data-driven jumpers motivated by stat-tracking, streaks and 3,000+ guided workouts. 'Gamified Fitness' is a fresh, ownable lane.
Representative voice: “The app keeps me competitive with myself — I never skip.”
Frequent flyers who need a hotel-room workout that packs into a carry-on. Convenience + portability at its purest.
Representative voice: “Fits in my carry-on — a full workout in any hotel room.”
Aspirational jumpers chasing double-unders, crossovers and tricks — high engagement, learn-a-skill converts at 3.74.
Representative voice: “Got my first double-unders following the tutorials.”
~27 ads, split across all six (4-6 each) — a small, honest test batch per lane, paid for by trimming the over-concentrated Broad buyer. Runners (RTTF giveaway hook Jul 7), Injury-Recovery/Joint-Safe (50+ demo overlap), and AMP/Gamified (calendar already seeds it) have the strongest signal. Judge on hook-rate + CPA at small spend; promote winners into a named, scaled persona lane next month.
The % of output to aim at each funnel stage, with the directional 90d ROAS that justifies it. Crossrope is a considered, premium purchase — so the mix tilts into Solution + Product Aware where the comparison shopping (and best efficiency) lives.
| Awareness stage | July % | 90d ROAS | vs typical | The recommendation, and why |
|---|---|---|---|---|
| Unaware | 14% | 3.10 | lean (tests) | Top-of-funnel scroll-stoppers + the net-new test lanes reaching cold audiences (runners, travelers, trick-learners). Calorie Burn / badass / gamified hooks. Funds discovery — bumped this month for the test push. |
| Problem Aware | 22% | 2.95 | hold | Naming the pain: hate cardio, no time, stuck in a rut, joints can't take running, age-related bone loss. Mostly evergreen UGC and relatability hooks. |
| Solution Aware | 26% | 3.35 | lean in | The core reframe and the biggest bucket: jump rope beats running, full-body cardio+strength, low-impact, the weighted-rope difference. Learn-a-skill (3.74) and cardio-alternative angles live here. |
| Product Aware | 20% | 3.60 | lean in | Best-efficiency lane — why Crossrope specifically: the swap-weight system, AMP smart handles, before/after demos, us-vs-them vs cheap ropes, 28k reviews. Over-supply the proof. |
| Most Aware | 18% | 3.45 | lean (offer) | Offer + urgency: Summer Sale, Independence Day, Up to XX% Off Deals, Get Lean Set, last call. Elevated in July because the month is sale-dense; right-size back down after. |
Format signals awareness regardless of the theme tag — a relatable home-workout UGC functionally meets a cold viewer no matter how it's labeled. Use these percentages to brief the balance of the funnel, not as a hard contract on every ad. Stage ROAS is directional, derived from messaging-theme performance; validate in your blended-attribution tool.
Spend share is trailing-90d Motion data; ROAS is the efficiency read. The July Target % is what we want each format to be — biased toward what earns its keep. cyan = video · rose = image.
| Format | 90d spend share | ROAS | July target | Verdict |
|---|---|---|---|---|
| UGC Video vid | 3.06 | 54% | The volume engine — 68% of spend at a near-blend 3.06 ROAS. Demo + before/after + testimonial. Hold as the base, raise the hook bar | |
| Hybrid (UGC + production) vid | 3.34 | 16% | UGC energy with cleaner production; above-blend ROAS. Carries belly-fat + us-vs-them. Hold / grow | |
| Lifestyle Image + Text img | 4.47 | 8% | Top-ROAS static (4.47) at tiny spend. Reliable mid-funnel workhorse. Double it | |
| Product Image + Text img | 3.94 | 6% | Efficient SKU/offer static (3.94). The sale windows need offer banners. Make more | |
| Lifestyle-Product Image + Text img | 2.74 | 5% | Mid static, useful for offer-first banners in the moments. Hold | |
| High Production / Founder vid | 5.46 | 5% | Highest ROAS in the account (5.46) at <1% of spend — wildly underfed brand/founder video. Grow | |
| UGC Mashup vid | 4.16 | 3% | Multi-clip social-proof cut at 4.16 ROAS. Cheap to assemble from winners. Make more | |
| Carousel / GIF img | 3.20 | 3% | Underbuilt comparison + motion pipeline (system swap, weight ladder). Test up | |
| IMAGE family | ~14% spend → 22% target | strong | → grow | Efficient statics underfed → rebalance up |
| VIDEO family | ~86% spend → 78% target | mixed | → hold | UGC over-indexed → hold, raise the hook bar |
UGC video eats ~68% of spend at a near-blend ROAS — keep it as the workhorse but raise the hook bar. The unlock is the underfed efficient family: Lifestyle statics (4.47), Product/offer statics (3.94), and High-Production/Founder (5.46). Grow image to ~22% and over-index the founder studio.
Pick a row and a column to get a brief. Counts shown at the 150 floor; scale to your volume. Color intensity = priority weight within the row.
| Persona | Primary awareness | Static | Video | Carousel | GIF | Total |
|---|---|---|---|---|---|---|
| Transformation SeekersHOLD | Solution / Product | 3 | 15 | 1 | 1 | 20 |
| Busy Parents & ProsLEAN IN | Problem Aware | 2 | 13 | 1 | · | 16 |
| Home ExercisersHOLD | Solution Aware | 2 | 12 | 1 | · | 15 |
| Beginners & Cardio HatersLEAN IN | Problem Aware | 2 | 12 | · | 1 | 15 |
| Active Agers 50+LEAN IN | Problem / Solution | 2 | 10 | 1 | · | 13 |
| Fitness EnthusiastsNORM | Product Aware | 1 | 4 | 1 | · | 6 |
| Runners / EnduranceTEST | Solution Aware | 1 | 5 | · | · | 6 |
| Injury Recovery / Joint-SafeTEST | Problem Aware | 1 | 4 | · | · | 5 |
| AMP App / GamifiedTEST | Product Aware | · | 5 | · | · | 5 |
| Quiet / Apartment JumpersTEST | Problem Aware | · | 4 | · | · | 4 |
| Skill / Trick LearnersTEST | Solution Aware | · | 4 | · | · | 4 |
| Business TravelersTEST | Solution Aware | · | 3 | · | · | 3 |
| Deal / Offer SeekersMOMENT | Most Aware | 6 | 19 | 3 | 2 | 30 |
| Product / AMP MomentsMOMENT | Product / Most | 2 | 6 | · | · | 8 |
| Total · 150 floor | Static 14% · Video 77% · Caro 5% · GIF 3% | 22 | 116 | 8 | 4 | 150 |
"Transformation Seekers × Video × 15" means 15 transformation videos (before/after, demo, testimonial UGC) about weight-loss and belly-fat. The six test lanes are mostly small video batches — that's deliberate; they're discovery bets. Deep-rose cells get most volume; light cells sustain; dim cells are de-prioritized.
Each lane produces a different format family. Find your card, read your mix, and multiply by your own monthly volume — that's your brief count by persona and angle. 1) Find your family 2) read the % mix 3) multiply by output 4) split across the persona % (view 1) and pick angles from the rationale (view 2). The 150 is a floor — hold the proportions.
UGC ~70% · Hybrid ~20% · UGC Mashup ~5% · High-Prod ~5%.
Before/after transformation, 'I suck at jumping → how-to,' home/quiet/small-space demos, 50+ joint-friendly testimonials — PLUS the six net-new test lanes (runner warm-ups, hotel-room travel, double-under tutorials). UGC is the engine and the cheapest way to probe new audiences — keep it flowing and whitelist winners.
Lifestyle 36% · Product/Offer 27% · Lifestyle-Product 23% · Carousel/GIF 14%.
Every sale window needs offer-first banners — Summer Sale, Independence Day, Up to XX% Off Deals, Get Lean Set. Plus the weight-ladder / system-swap comparison carousels. You are the speed lane for anything dated.
Founder/origin + high-production brand video and the AMP app walkthrough (doubles as the AMP/Gamified test lane).
High-Production is the highest-ROAS format (5.46) at <1% of spend — the clearest underfed unlock. Over-index founder + AMP.
Top up gaps in both families against the matrix — including the six small test-lane batches.
Front-load the Summer Sale kit (incl. Independence Day) by Jul 1 and the Up to XX% Off Deals banners by Jul 18. When in doubt, make efficient statics (4.0+ ROAS) — the moments are hungry for them.
The actionable layer — each move names a share, an angle, and an owner.
The headline change: this isn't only a 'do-more-of-what-works' plan. Fund six untapped audiences with small batches (4-6 ads each) to find the next scalable persona. Strongest signal: Runners (RTTF giveaway Jul 7), Injury-Recovery/Joint-Safe (50+ demo overlap), AMP/Gamified (calendar seeds it). Judge on hook-rate + CPA; promote winners next month.
Where the test budget comes from. Broad eats a third of spend at a below-blend 2.75 ROAS while Busy Parents (4.28), Beginners (3.96) and Transformation (3.44) all beat it. Trim Broad, fund named personas + the test lanes so the algorithm has sharper signal.
The highest-ROAS persona is under-produced. Brief 'workout anywhere in 10 minutes,' travel/desk-break, and no-time-for-the-gym angles. Creators lead with quick demo UGC; pair with portability statics.
Older women are a top-efficiency segment but barely targeted. Bone-density support, joint-friendly low-impact, stay-strong-with-age. Cast 50-65 women. Keep claims structure/function — 'supports bone density,' never disease-treatment. (Feeds the Joint-Safe test lane too.)
Moments are capped at 25% and named exactly as the calendar labels them. Front-load the Summer Sale kit (incl. Independence Day) by Jul 1 and the Up to XX% Off Deals banners by Jul 18. Get Lean Set (Jul 29) + AMP product beats are smaller product pushes. No 'Prime Day' / 'Warehouse' — those aren't on the calendar.
One studio day fixes the account's most glaring gap: the highest-ROAS format is its least-funded. Founder origin, the weighted-rope 'why it works,' and an AMP app walkthrough that doubles as the AMP/Gamified test lane.
Don't cut UGC — grow the efficient image family. Lifestyle and Product statics beat the video blend per dollar and every sale window needs offer banners. Design/Internal own the lift.
The efficiency lane. Why Crossrope vs a cheap rope: the swap-weight system, AMP smart handles, before/after demos, us-vs-them. Show, don't claim — 28,000+ 5-star reviews and the weight ladder are ownable proof. The Jul 14 'Controversial / Myth-busting' beat lives here.
The volume floor is a set recommendation pinned to the current launch ramp; the % splits come from Motion 90d performance, Supermetrics ad-level history, demographic signal, and Crossrope's real July marketing calendar (moments named verbatim). New this month: ~18% reserved for net-new test lanes. Refreshed monthly; targets reset the first Monday.
| Forecast ad demand (floor) | ~150 ads |
| Moments / Evergreen | 25% / 75% |
| Net-new test lanes | 18% (~27 ads · 6 lanes) |
| Image / Video | 23% / 77% |
| Recent Meta spend (May actual) | ~$26,360 |
| Blended ROAS (Motion 90d) | 3.23x |
| Historical launch run-rate | ~10-20/mo, ramping (May 51 · Jun 90+) |
| July revenue / MER goal | TBD — from MLTO plan |
| Motion · 90d insights (80 ads) | persona + format + ROAS |
| Motion · age x gender | casting read |
| Supermetrics · 13mo ad-level | run-rate + monthly ROAS |
| Voice of Customer | 28,000+ 5-star reviews |
| July marketing calendar (client) | moment names verbatim |
| Test-lane basis | under-built Motion tags + reviews |
| Cadence | Monthly · first Monday |
These are proportions, not quotas. 150 is the floor and we expect to exceed it — so whatever the shop ships, hold the mix: the proven core (57%), the test lanes (18%), the moments (25%), the awareness split, and the format targets. The one input to lock is the July revenue / MER goal from the MLTO plan so we can pressure-test the floor against a break-even ROAS. Bring test-lane results to the Monday sync and we'll promote winners + re-pace.